Cipla and SADAG are helping South Africans recognise suicide warning signs and start potentially life-saving conversations through the Every Conversation Counts campaign.
The initiative forms part of SADAG’s 2026 World Suicide Prevention Day campaign and focuses on giving families, friends, schools, workplaces and communities practical tools to recognise when someone may be struggling, understand what to say and know where to find professional support.
The intervention comes amid significant demand for mental-health support in South Africa.
The South African Depression and Anxiety Group says its helplines currently receive between 2,500 and 3,000 calls every day, with around one in four serious suicide-related calls.
An estimated 460 people attempt suicide each day in South Africa, while approximately 23 people die by suicide.
For SADAG, these figures reinforce the importance of reaching people before they reach a point of crisis.
“People are crying out for help, and the calls we receive every day show us just how many people are struggling,” said SADAG Operations Director Cassey Chambers.
“For us to make a meaningful difference and prevent suicides, we can’t just intervene at the point of crisis.”
Chambers said people need to understand the warning signs and feel more comfortable speaking openly about suicide.
As part of the partnership, Cipla is also introducing a Postcard Wall of Hope, which will allow members of the public to write messages of encouragement and support that can be read or taken by someone else.
The activation is expected to launch during Mental Health Month in October at malls in Cape Town, Johannesburg and Durban.
“Sometimes, a few words can mean more than we realise,” said Paul Miller, CEO of Cipla Africa.
“The Postcard Wall of Hope is about sharing those words while they can still reach someone, reminding them that their life matters and that it is okay to speak about how they are feeling.”
SADAG says warning signs can include someone talking about death or suicide, withdrawing from loved ones, engaging in risky or self-harming behaviour, giving away personal belongings or experiencing a sudden change in mood following a period of depression.
Importantly, SADAG says asking someone directly whether they are thinking about suicide does not increase the likelihood that they will attempt it.
Instead, people are encouraged to ask directly, listen without judgement and help the person access professional support.
“You don’t have to know who will eventually read your postcard or what they may be going through,” Miller said.
“It could simply remind someone that they matter or encourage them to keep going and reach out.”
The Every Conversation Counts campaign ultimately aims to make suicide prevention part of everyday conversations rather than something discussed only after a crisis.
“What matters is that we don’t allow our fear of saying the wrong thing to stop us from saying anything at all,” Miller concluded.
Anyone experiencing emotional distress, or concerned about someone else, can contact the Cipla Mental Health Helpline on 0800 456 789, available free 24 hours a day. WhatsApp support is available on 076 882 2775 daily from 08:00 to 17:00.
